“If customers don’t buy into the direction of your company, they will never buy your product or service.” – Anthony Coundouris in today’s Tip 688
Do you share your beliefs?
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Scott Ingram: You’re listening to the Daily Sales Tips podcast and I’m your host, Scott Ingram. Today’s tip comes from Anthony Coundouris. Anthony has a decade of experience consulting with technology and SAAS startups. He specializes in designing automated sales and marketing systems and is the author of the book run_frictionless. Here he is:
Anthony Coundouris: Thanks, Scott, for having me on the show. In today’s daily sales tip, I’d like to teach you how to tap irrational buying forces found within shared beliefs.
If you guessed I’m an Australian, you guessed right. Fun fact about us Australians. We don’t drink Foster’s beer. Despite our international rep, most us haven’t touched the stuff in over two decades.
Here’s the definition of shared beliefs.
When you are creating a sales process, it doesn’t matter how much product you throw at the customer. If customers don’t buy into the direction of your company, they will never buy your product or service.
Sharing beliefs give the customer a feeling of belonging. Here’s what it sounds like when a customer shares your belief.
“OMG. I’ve been telling people this for years. Finally, someone has listened to me and built this product.” You hear their gratitude? They feel like you personally listened to them. They feel like they belong.
Anybody can have a belief. The value is whether your staff, shareholders, and customers share your belief.
Here’s why you want to start sharing beliefs
In 2020 Tesla launched the Cyber Truck. During the live product demonstration, the glass on the passenger door shattered. In a sense, Elon’s product demo failed. The automotive journalists wrote that the Cyber Truck was ill-conceived and doomed to fail.
I wasn’t so sure. And I was right. At the close of business the following day, Tesla posted a press release claiming they had received over a hundred thousand orders of the Cyber Truck.
What we witnessed that day was how powerful it is when an organization can tap into the irrational buying forces of shared beliefs. Tesla’s customers didn’t care whether the glass broke or not. They know all companies have bad product days. They buy Tesla because they believe in the direction the organization is taking.
Every company, including your business, is going to have a bad product days. The difference is whether your customers will forgive you or crucify you.
Let’s sum up
If you followed Elon’s example and shared your beliefs, you made a good call. Here’s why.
Firstly, customers decided to buy your product over a competing product because they like your brand. They were prepared to pay more, or settle for less, because “you guys get me.”
Secondly, on your bad product days, customers who shared your beliefs were more forgiving. The irrational buying force is so strong, that even when sales, product, and operations people are screwing up, customers keep buying.
Lastly, you created a nightmare for your competition. Sharing beliefs sets in motion a set of irrational buying forces that are near impossible for a competitor to mimic. They ripped off your product but failed to reproduce your beliefs.
Scott Ingram: For more about Anthony and run_frictionless, we’ll have links for you at DailySales.Tips/688. Once you’ve checked that out, be sure to come back tomorrow for another great sales tip. Thanks for listening!